Antonio Green

Antonio Green, Director
James H. Cole Home for Funerals 

Detroit, MI

” … we have clearly distinguished
our funeral home from others …”

“Making the decision to hire Gerry Foster as our branding consultant was one of the best choices I could have made for my firm.  By being in business for over 90 years, I had doubts that my family owned funeral home needed any kind of assistance with our brand.

After my initial conversations with Gerry, I understood the difference between a strong brand and just having a popular name and realized how beneficial he could be for the future of my company.

As a result, we have clearly distinguished our funeral home from others in our market. This is not an easy task in this industry!

  • Gerry helped me identify things to convey about our brand that were unique, simple to grasp, and authentically different relative to other funeral homes.
  • Often times I could verbally explain to someone why we were a better choice versus our competitors, but that message wasn’t as compelling and powerful as it could be.

Gerry got me to understand that since a brand is a promise, a perception, and an actual customer experience, we had to develop a value or benefit-driven brand message that …

… gets people to stop what they’re doing, listen to what I’m saying, and want the “Cole experience” …

… if they’re in the market for what we offer.   I am excited to see what kind of an effect implementing his recommendations will have on my business!”

Is Your Brand Distinct or Risking Being Extinct?


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